Kingsbridge case study.
Marketplace
Services
Performance Marketing
Strategy
Analytics
Amazon
Industry
Confectionary
Background
Made by real chocolate lovers, Kingsbridge are a direct to consumer confectionary company who sell luxury hot chocolate spoons, bombes and other treats to bring the best quality chocolate to everyone.
They are well known for their high quality hot chocolates that provide the perfect gifts and evening treats. Kingsbridge products are available to shoppers via multiple online retailers and channels.
The challenge.
Despite Kingsbridge's established presence on Amazon UK, leveraging the platform's Brand Store and A+ product page content.
During this time, Kingsbridge used minimal Amazon advertising to promote it’s listings, limiting the number of shoppers exposed to the Kinsgbridge brand or the high quality content that was being put to use.
This resulted in average growth, yet there was a huge opportunity to grow Kingsbridge as the number one hot chocolate spoons and bombes brand on Amazon.
Our approach.
Our strategy focused on getting high quality, new to brand traffic to be exposed to the brand when searching for relevant search terms and shopping within the hotly contested gifting category on Amazon. The goal here was to maximise brand and product exposure through investment in Amazon ads.
Our devised full-funnel marketing campaign had several key components:
Capturing Attention: Engaging new-to-brand shoppers with Kingsbridge hot chocolate spoons and bombes to spark interest.
Strategic Placement: Ensuring high visibility in key placements, such as the top of search and on page 1 for all relevant search terms.
Recency Remarketing: Targeting visitors to competitor pages through recency remarketing.
Competitor Conquesting: Employing competitor brand keyword targeting to expand market share.
To optimise the campaign, we implemented a monthly investment strategy based on profitable Advertising Cost of Sale (ACOS) and Total Advertising Cost of Sale (TACOS). This allowed for an informed forecast of the monthly ad budget, aligning with expected sales and the anticipated growth in search volume traffic, particularly during peak holiday gifting periods like Q4 Christmas.
The results.
Grew sales revenue by 10x during the first 45 days
Achieved new-to-brand sales of over 87% within 2 months - delivering 53% year on year incremental growth
Became #3 ranked best seller for Hot Chocolates on Amazon UK
Successful launch of 3 new top selling ASINs, expanding portfolio and growing cross sell opportunities
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